Tony Baggott directs Brutal Fruit commercial

Issued by: Frieze Films
Director Tony Baggott of Frieze films had to search as far as London when casting the latest Brutal Fruit commercial.
The commercial, introducing the new strawberry flavour, needed a fresh, young and trendy couple that had not been seen on South African television before, in order to give it the edge that Tony was looking for.

The commercial opens on an extremely irate woman as she hits her husband on the back of the head with a magazine. She drops it into his lap in disgust, waiting for his response. The man, despite the obvious threat from his wife, cannot help but open the magazine to the centre spread where instead of a scantly clad woman, he reveals a delicious looking strawberry.

Created by TBWA Hunt Lascaris, the commercial is a continuation of the existing campaign for Brutal Fruit.



Editorial contact
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Renee Schonborn
Tel: (011) 886 2071 / 083 460 6254

8 Sep 2004 14:18

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i think we do have the talent -
somehow i still beleieve that we do have the talent in this country , we just have to believe in it a bit more. i mean in the ad is there anything that the couple is doing that couldnt be done by a local couple? Posted on 9 Sep 2004 16:03
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Me myself and I
Dudes?-
I think I could have 'qualified' to be in that ad myself. There was nothing special about the people in the ad and I don't even think they are as 'young and trendy' as they were meant to be or look. There are many South Africans that have never been on TV and who desperately need a J.O.B...so I really don't get it. Posted on 10 Sep 2004 12:55
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Nice ad, but......-
The commercial is great. It's clever, funny, and lends a sophisticated element to the product.

What I find shocking though, is that Tony "had to search as far as London" to do the casting. There is absolutely no excuse for doing this!!! Having a strong connection with one of the oldest drama academies in the country, I know of MANY actors who have astonishing talent, and have not been seen on SA TV. The acting industry in SA is a difficult one to survive in, and reckless practices like this one, are not making it easier for SA actors. What the hell has happened to 'Proudly South African'?????? This contributes to the mindset that SA does not have any talent! Posted on 9 Sep 2004 16:10
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Dodja
Either something is missing, something is broken, or something is wrong-
Having seen a couple of these cases (local ad using foreign talent to the shock and horror of commentators), I could suppose that:

* There is no suitable local talent - no really slick looking, sophisticated, beautiful Zafricans with suitable acting skills to suit the role (and it's hardly dramatic acting at it's most soul-bearing). This I find hard to believe.

or
* The local casting agencies are crap at finding this talent, don't have the right eye to cultivate it, or are out of the loop in casting decisions. This is possible.

or
* We don't have the right local talent because most slick, beautiful and sophisticated Zafricans would rather be seen dead than doing a Brutal Mute commercial. Because doing ads has got a slightly "egh" image or because the money isn't right (casting agencies overcharging production houses, underpaying talent?). Leaving all the jobs to struggling actors... who are not neccessarily all the most beautiful or sophisticated looking (sorry guys). This I can believe.

or
* Local production houses are on some ego-pluck to upstage each other with the exoticness of their casting. "I had to go to Tierra Del Fuego to find just the right chiselled profile for the lead role." This I can believe, too.

But clearly there is a problem -- which needs to be fixed. Has the ad industry and the casting industry had a sit down to try work out what it is? Posted on 9 Sep 2004 18:31
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Talent not the problem, maybe the casting director is-
Talent is not the problem, maybe the casting director is. We have tremendous talent in South Africa if only the casting directors would search a little bit harder. Posted on 9 Sep 2004 19:23
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South African Talent
Same old... same old-
"had to search as far as London when casting the latest Brutal Fruit commercial"!!!

I am so offended by this article, I do not know where exactly to start the comment I wish to post!

The same people are cast over and over and over again. I am always amazed to see the same "new faces" at each casting and yet these attractive, funny, intelligent AND TALENTED people always seem to be the extras, or the stunt doubles and the "unrecognised", exploited, underpaid and exceptionally frustrated South African talent eventually dries up and blows away!

For goodness sake... NO! For the sake of maintaing fresh, exciting, inspiring and PROUDLY SOUTH AFRICAN advertising and marketing, etc. - wake up and see the talent, an abundance of it, just waiting for the not necessarily brave of heart to discover it!

I must echo the previous comments wrt the fact that the brutal fruit ad hardly challenges the artistes' acting ability and I find it difficult, if not impossible, to believe that South Africans (as yet unknown) could not have done a sterling job with the brand!

Use it, or lose it. Posted on 9 Sep 2004 21:38
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chimandara
Did I miss something?.....-
When I saw the headline, I thought we were being told of an amazing new ad about to hit the screens. Then I read on and discovered it was the seriously mediocre ad I saw the other day......
I must say that at this point, I was embarrassed to belong to this industry. The couple are probably London's pastiest, I see better looking couples just looking out the office window. Sorry guys, but this is just not cricket! Posted on 14 Sep 2004 08:45
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